Customers find sparkle in Valentine's Day

Christmas still top selling season for jewelry stores

Christmas still top selling season for jewelry stores

April 03, 2007|By Emily Arthur, American News Writer

Flowers will be sent, chocolates will be purchased and jewelry stores may be crowded today as Valentine's Day hits the nation. The holiday, which is typically reserved for couples in love, results in a big payday for many businesses that specialize in gifts from the heart. Jewelry stores are no different. Throughout the week, both men and women have been rushing into the stores to pick out items for their loved ones. Today will be be more of the same, said Jeff Heiser, owner of Heiser's Jewelry in the Lakewood Mall. "Usually (Tuesday) and today, our men shoppers will come in wanting something for their girlfriends or wives," Heiser said. "There's not a long selling period for Valentine's Day. It's usually three or four days long." That differs from Christmas, which officials call the busiest month in the jewelry business. "Christmas, Valentine's Day and Mother's Day are the three busiest times of year," said Don Reshetar, assistant manager at Riddle's in the Lakewood Mall. "But when we're talking about the top one, nothing compares to Christmas." Despite popular myth, Valentine's Day is not the biggest holiday for engagement sales either, Reshetar said. Again, Christmas wins the prize. And the spring is also a busy time for thinking about marriage, he said. "You don't see a lot of people come in buying rings this month, but I do notice some," Reshetar said. "It's usually the men who kind of thought about the decision around Christmas and decided it wasn't time yet. They realize they probably should (have)." Heiser said a large majority of the items purchased around Valentine's Day involve some sort of heart. Whether it's necklaces, earrings, rings, bracelets or watches, customers tend to gravitate toward them. Reshetar said there's no trend or pattern that's followed. It's more about what grabs the customers' eye. "For Valentine's Day, it's more about a gift they see and then want to buy," he said. "It's more of a spontaneous purchase. There's really no one particular item they lean toward." They do tend to have a lot of options though, Reshetar said. "It's probably the first busy season after Christmas," he said. "Our company tends to restock and get more items in. There's a lot to chose from." Reporter Emily Arthur; (605) 622-2314 or 1-800-925-4100 ext. 314; earthur@aberdeennews.com